How Do I Craft a Delight Campaign?

Fans of the flywheel model know that a stellar audience experience is key to building momentum for future sales. There are so many ways to deliver an excellent experience, from a seamless purchase path to friendly on-site staff—and this extends to your social media channels, as well.

Delight campaigns are a great way to center your patrons and keep them coming back for more (ideally with friends!). The goal isn’t to move tickets, but rather to gift your audience something they’ll enjoy. Consider it an opportunity to build brand loyalty by offering added value without asking for something in return.

SUSTAIN THAT POST-SHOW GLOW

The fun doesn’t need to end after audiences leave your venue. Keep attendees updated as the program goes on by serving them new behind-the-scenes content or press-worthy announcements. These folks might just enjoy reliving their experience, but perhaps they’ll also spread the word.

In Action: Walnut Street Theatre used this tactic for their production of Jimmy Buffett’s Escape to Margaritaville this past spring, sharing news about the production with recent attendees. Audiences loved the show so much that the Walnut extended its run, so they shared a celebratory message about the extension with ticket buyers on Meta.

The Results:

SURPRISE THEM WITH SAVINGS

Dip your toes in the water of delight campaigns with the most straightforward gift of all: a discount code. Harness the power of word of mouth by providing an incentive to audiences to recommend that others attend.

In Action: New York Theatre Workshop did just that through the campaign they ran for Merry Me, which they produced this fall. After attending the show, audiences were served content on Meta with a discount code they could use to see the play again—or share with friends and family.

The Results:

EXPRESS YOUR GRATITUDE

Don’t underestimate the power of a simple “thank you.” Serving a kind follow-up message to attendees helps build goodwill and affection for your institution.

In Action: Last year, Ballet Arizona ran a delight campaign on Meta targeting all attendees of The Nutcracker. They shared a fun peek at the ballet using a video taken from the wings, and the accompanying message had no sales pitch or ask. Instead, they wrote, “Thank you for sharing the magic.” Ballet Arizona’s goal was engagement rather than sales, although this post did end up driving a positive return on investment (ROI). The media budget here was minimal since the targeted audience was so defined, but the impact was immense, helping to create loyal brand fans.

The Results:

A GIFT FOR YOU AND YOUR AUDIENCES

Adding delight campaigns to your already overburdened plate might feel overwhelming; it’s challenging enough to create content to sell your programming! But the investment in exciting and engaging your audiences will pay off as you build brand affinity, leading to a more robust audience base and even more purchases down the line. Think of it this way: delight campaigns aren’t just gifts to your audience—they’re gifts to future you, too!

LOOKING FOR DELIGHTFUL LONG-TERM RESULTS?

Let’s talk about how we can craft delight campaigns for your organization that drive engagement and boost brand affinity.